Academy Award Winner Anna Paquin and Single Malt Scotch The Glenlivet have teamed up through Emotive to tackle one of the bigger stereotypes in Australian drinking culture: that women don’t drink whiskey.
While most people associate whiskey as a drink enjoyed exclusively by self-absorbed men sat in leatherbound armchairs, the new campaign has Paquin make the point “Whisky doesn’t care what’s between your legs, so why should we be told to follow these rules?”
The film campaign, created in collaboration with creative agency Emotive and directed by Jamie Nelson, sees Paquin committing such scotch-based crimes as squeezing juice into the Glenlivet, enjoying whiskey with ice and using a random glass rather than a sniffing-specific flute.
The campaign is part of a wider attempt by The Glenlivit to challenge the outdated perceptions of stereotypical whiskey drinkers, utilising the #BreakTheStereotype hashtag to celebrate inclusivity and allow whiskey lovers of all genders and ages (within legal limits) to express their enjoyment of the drink.
The Glenlivet Australia and New Zealand marketing manager Kristy Rutherford says, “Anna not only personified our core brand values, but just like The Glenlivet, she redefines her own category whether that’s through her acting, speaking out about social injustices or taking a stance that she can drink her whisky however she pleases.”
Emotive CEO, Simon Joyce shares “We set out to deliver a campaign that flipped the script on preconceived ideas of how it should be drunk and advertised. Gone are the tumblers, fireplaces, oak barrels, reconstructions of Scottish life in 1822 and dark brooding men with facial hair. In their place is Canadian born, New Zealand actor Anna Paquin, a blue tiger head and all kinds of Whisky drinking blasphemy. Hopefully the audience enjoys it as much as we did making it.”
